What We Wish We Tested Sooner: 5 Conversion & Creative Levers Driving Growth in 2024

Written By Mary Foxwell

The best tactics aren’t found in courses—they’re buried in Slack threads, text chains, and voice memos between marketers who are still in the trenches. That’s exactly what the Scalability School podcast is built to surface.

In episode one, Andrew Foxwell, Zach Stuck, and Brad Ploch shared hard-won lessons that they wish they had tested earlier. The result? A goldmine of ideas you can implement immediately, whether you’re an agency media buyer or a DTC founder. Here are the five key takeaways, broken down for action.

1. Turn PDP Images Into Conversion Engines (20% Lift in CVR)

Zach’s portfolio brand Hollow saw a 20% lift in conversions after revamping their Product Detail Page (PDP) image carousel.

What changed:

  • Moved from basic product shots to carousel images that each hit a key value prop (e.g. durability, unique materials, social proof).

  • Added thumbnails below the hero image to make navigation easier, especially for older demos.

Why it worked:

  • Heatmaps revealed 80% of users weren’t scrolling beyond the buy box on mobile.

  • By injecting core messaging into the image section, they captured attention where users already were.

📌 Tactical tip: Think of PDP images as a visual elevator pitch. Each image should handle an objection or reinforce a reason to buy.



2. Use Raw Review Image Ads (They Outperform UGC)

Brad’s tactic? Grab raw customer review photos (typos and all) and drop them directly into Meta ads.

No polish. No edits. No filters.

Results:

  • One review image ad with zero editing spent $15K profitably.

  • A slightly iterated version scaled to $190K+ in spend.

Why it works:

  • Feeds look native, not “designed.”

  • Users trust the raw, unpolished feel more than slick UGC.

  • The unedited review text reads human—and hooks attention.

🎯 Implementation:

  • Once a quarter, run a plain-text email: “Want a free [product]? Send an image review.”

  • Incentivize images with 1 free product; videos with 2.

  • Drop top-performing review copy into ad text as-is.

 

3. Embed Facebook Comments as Landers Social Proof

Forget boxed testimonials. Zach and Brad started screenshotting actual Facebook comments and adding them directly to landing pages.

Why it works:

  • Users instantly recognize the native FB comment UI.

  • Comments feel unedited, unfiltered, and real.

  • They're loaded with the exact language real customers use—perfect for connecting and converting.

Bonus: Use comment FAQs to build a smarter lander structure. If customers repeatedly ask “Is it itchy?”—turn that into a bold section.

 

4. Don’t Overdesign Landers—Strip It Down

Zach dropped another bomb: a text-only landing page, no images, crushed in testing.

Just a:

  • Headline

  • 1–2 paragraphs of copy

  • CTA button

💡 The logic: Users aren’t confused. There’s nothing to click around or interpret. For older demos or mobile shoppers, simplicity = clarity = conversions.

 

5. Meta Retention Campaigns: Still Criminally Underused

Most brands obsess over acquisition, but Brad built a Meta campaign targeting customers who hadn’t purchased in 90+ days. The results?

  • Repeat customer revenue doubled YoY

  • ROAS beat prospecting campaigns

  • Margins soared

Setup:

  • Use top-performing creative, not DPA.

  • Campaign objective: 1-day click + minimum ROAS bidding.

  • Target: past customers who haven’t repurchased in 90+ days.

Zach tested it and saw half the CPA of any other campaign within 48 hours.

🎯 Pro Tip: Launch new product drops into these campaigns, too. You’re reacquiring—but at a fraction of the original CAC.

Bonus: Cost Cap vs. Lowest Cost Bidding? It’s a Timing Game

  • Use Cost Caps when inventory or cash flow is tight. You can force efficiency, even if volume dips.

  • Use Lowest Cost for scale and predictability. Especially when daily spend volatility could mess with your cash flow modeling.

Account structures?

  • Break campaigns out by product or funnel/offer to align with AOVs and bidding logic.

  • Don’t be afraid to mix in ABOs for controlled creative testing—even if your scale lives in CBOs or ASCs.

Final Word: Conversion Doesn’t Start with the Click—It Starts with the Scroll

These five ideas—PDP image overhauls, raw review ads, real FB comment blocks, stripped-back Landers, and lean retention plays—share one core insight:

Your Meta ads are only as strong as what happens after the click.

If you’ve maxed out creative angles or feel stuck in the “CTR is fine, but ROAS sucks” trap, it's time to turn attention to where your funnel’s leaking post-click. And remember: none of this is theory. It’s what’s actually working for brands spending deep six figures every month on Meta.

🎧 Listen to this full episode of Scalability School here


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Mary Foxwell
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